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Canada's Tourism Ministers Support Marketing Campaign in the U.S. to Boost Travel and Tourism
January 14, 2016 – Winnipeg, Manitoba – Innovation, Science and Economic Development Canada
Enhancing the competitiveness of Canadian tourism and fostering cooperation across Canada were the key themes today at the Canadian Council of Tourism Ministers' meeting, which was co-chaired by the Honourable Bardish Chagger, Minister of Small Business and Tourism, and the Honourable Ron Lemieux, Manitoba's Minister of Tourism, Culture, Heritage, Sport and Consumer Protection.
Provinces, territories, municipalities, industry and Destination Canada are working together on—and co-investing in—a comprehensive, three-year, industry-aligned marketing campaign in the U.S. Launching in spring 2016, the Connecting America marketing campaign will help boost travel and tourism.
The ministers provided updates on Indigenous tourism projects and discussed their respective governments' successes and challenges. They heard from Indigenous and Northern Affairs Canada (INAC) and the Aboriginal Tourism Association of Canada (ATAC) about findings of the National Aboriginal Tourism Research Project 2015. INAC and ATAC outlined a strategic plan for the future on how to best support continued growth.
New efforts to streamline visa application processes and the growth of the sharing economy were also discussed.
Finally, the ministers identified as a priority the creation of a new strategy to support continued collaboration on tourism.
- The Honourable Monica Ell-Kanayuk, Nunavut's Minister responsible for Tourism, is the new co-chair of the Canadian Council of Tourism Ministers and will host the next meeting in Iqaluit.
- Tourism is a vital part of the Canadian economy and is the number one service export sector. In 2014, tourism revenues grew by nearly five percent to $88.5 billion, and tourism supported close to 628,000 jobs in Canada.
- The U.S. is an important tourism market for Canada, representing approximately 70 percent of total overnight visits.
- The National Aboriginal Tourism Research Project 2015 found that Indigenous tourism in Canada has grown substantially since 2001, accounting for $2.77 billion in gross economic output and employing approximately 37,000 people, or 2 percent of the entire Canadian travel sector workforce.
"Tourism is part of every Canadian community. That is why we must all come together to champion the Canada brand and continue to attract travellers from around the world. I am enthusiastic about working collaboratively with my federal, provincial and territorial counterparts and with industry stakeholders to explore innovative strategies to boost tourism in Canada."– The Honourable Bardish Chagger, Minister of Small Business and Tourism
"It was a pleasure to host my federal, provincial and territorial tourism colleagues in Manitoba, where 'Canada's heart beats.' Tourism is an economic driver in every region of our country, and we had productive discussions about opportunities for growing the sector and increasing visits, tourism spending and job creation. In particular, I am pleased to see the work across jurisdictions and with the private sector that is resulting in a re-entry into the U.S. market. I look forward to building on this momentum as we collectively position our tourism sector for growth in the future."– The Honourable Ron Lemieux, Manitoba's Minister of Tourism, Culture, Heritage, Sport and Consumer Protection
Follow Minister Chagger on Twitter: @MinofSBT
Innovation, Science and
Economic Development Canada
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Manitoba Department of Tourism, Culture, Heritage, Sport and Consumer Protection
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